Sports apparel giant Nike knew the severity of risk involved with its new Colin Kaepernick partnership. New reports claim the brand looked at the bigger picture in launching its new Just Do It campaign.

According to reports, Nike went forward with CK to let athletes know it’s there for their causes no matter the potential backlash.

Although the target demos are highly protected by Nike — industry sources tell TMZ Nike’s customer base is “significantly urban” and the company felt the decision would be solidly embraced. Up-and-coming athletes are no longer just shills for corporate America. They increasingly embrace causes and are not afraid to speak out, even at their own expense. (TMZ)

Over the last 48 hours, various hip-hop artists have rallied behind Nike and Kaepernick’s new campaign.

This week, Colin hopped on social media to share a shot from his new campaign.

Believe in something, even if it means sacrificing everything. #JustDoIt

A post shared by colin kaepernick (@kaepernick7) on

Nike’s relationship with CK goes back nearly 10 years.

Nike signed Kaepernick in 2011 and kept him on its endorsement roster over the years. The company had not used him in the past two years. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” Gino Fisanotti, Nike’s vice president of brand for North America, told ESPN. Other athletes in the “Just Do It” campaign include Odell Beckham Jr., Shaquem Griffin, Lacey Baker, Serena Williams and LeBron James. (ESPN)